PENGARUH HARGA, BRAND IMAGE, DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI RESERVASI HOTEL SECARA ONLINE

Sofiani Jotopurnomo(1*), Stephanie Laurensia(2), Hatane Semuel(3),


(1) 
(2) 
(3) 
(*) Corresponding Author

Abstract


Pertumbuhan teknologi komunikasi dan Internet semakin meningkat. Hal ini membuat para konsumen harus lebih kritis dalam melakukan reservasi hotel secara online yang berpengaruh terhadap minat beli. Penelitian ini dimaksudkan untuk mengetahui seberapa besar pengaruh harga, brand image dan E-WOM terhadap minat beli reservasi hotel secara online. Obyek dari penelitian ini adalah semua Online Travel Agent dan hotel yang memiliki fasilitas reservasi online. Populasi dari penelitian ini adalah masyarakat Surabaya yang tertarik melakukan reservasi hotel secara online. Penelitian ini menggunakan metode analisa kuantitatif terhadap 100 responden sebagai sampel. Hasil penelitian ini adalah gambaran nyata dari adanya pengaruh harga, brand image dan electronic word of mouth terhadap minat beli reservasi hotel secara online yang terjadi di Surabaya saat ini. Dan dari hasil penelitian ini menunjukan bahwa factor harga yang paling berpengaruh terhadap minat beli reservasi hotel secara online.


Keywords


Harga, Brand Image, Electronic Word of Mouth, Minat Beli.

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